Understanding fragrance expectations for diffusers

The Challenge:

Our client planned to launch a new flameless mist diffuser designed to resemble a candle was being developed, and the team needed consumer validation before launch.

The key challenge was understanding whether the concept resonated with consumers and identifying the fragrance profiles and scent qualities that would deliver an authentic, candle-like experience in this new format.

The Solution:

We designed a multi-stage qualitative study combining video pre-tasks, focus groups, and in-booth sensory testing.

Participants first completed video pre-tasks at home, sharing their favourite candles and diffusers to provide context on usage and expectations. They then joined focus groups to evaluate the concept and prototype. Finally, participants completed in-booth testing of four fragrances, helping identify the scent profiles and intensity levels that best matched expectations for a candle-inspired diffuser.

The Result:

The research provided clear validation for the product concept while highlighting key areas for optimisation ahead of launch.

Crucially, the study revealed how consumers interpret a “candle-like” fragrance, identifying the balance of warmth, waxy notes, and subtle smokiness needed to deliver authenticity without becoming overpowering.

These insights enabled the team to refine fragrance direction and optimise the product experience, ensuring the diffuser delivers the sensory cues consumers associate with candles. The findings gave the client the confidence to progress with product development and fragrance refinement with a clear, consumer-led direction.

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